Caesar Consortium or Caesar's Consortium

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Teckmeister

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I need a little advice about naming a company, if anyone is available.

Do I need to use an "apostrophe s" when I name a company? Can anyone tell me which of the following choice is the grammatically correct one?

#1. Caesar Consortium
#2. Caesar's Consortium

Context: The company does not belong to a person called Caesar. Rather, the consortium is named Caesar because the owner believes that his company is a "Caesar among companies." Something like that.
 

probus

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Caesar is better because Caesar's might be confused with the firm that owns or manages the chain of casinos called Caesar's Palace.
 
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